Jennifer Acree, founder and CEO of JSA+Partners, a strategic comms firm working with consumer tech, digital media and gaming companies.
In today’s social-first-driven media landscape, business owners are understandably focused on TikTok virality, influencer partnerships and paid social campaigns. But there’s one powerful growth channel many aren’t considering, and it doesn’t require an ad budget, follower count or a viral trend. It’s local broadcast TV.
While it may sound old-school, TV is quietly driving real, measurable growth for small businesses, often in ways digital channels can’t. This is because local TV delivers something that’s in increasingly short supply: trust. When a business appears on a morning show, news segment or daytime lifestyle program, viewers instinctively see it as more credible. It’s vetted. It’s real. It’s worth paying attention to.
As we reflect on National Small Business Month, celebrated each May, I’d like to share some tips on how to make this work for your small business.
Leading With Trust
TV offers a level of built-in credibility that most digital platforms simply can’t match. When a local anchor or trusted lifestyle reporter introduces your brand, it’s essentially a third-party endorsement. That kind of trust is invaluable. It’s earned, not bought, and small businesses can leverage this opportunity to establish themselves as thought leaders within their industry.
Despite shifting media habits, local news still holds a meaningful place in people’s lives. According to the Pew Research Center, 85% of U.S. adults say local news outlets are at least somewhat important to the well-being of their community, with nearly half saying they’re extremely or very important. That means when your brand shows up on a local station, it benefits from a built-in layer of community trust and relevance.
Aligning With The Moment
Broadcast coverage also gives small businesses a chance to insert themselves into larger, national conversations. Whether it’s a timely issue, cultural trend or seasonal event, broadcast allows you to align your brand with relevant topics, enhancing visibility and strengthening reputation. This isn’t just about getting airtime; it’s about being strategically positioned within a bigger story, showcasing your expertise and values along the way.
As part of our pro bono work for the LA Strong Comms Coalition, we worked with This Girl Walks Into A Bar, an organic cocktail mixer brand. The company was featured in a national Mother’s Day segment on the TODAY Show, a moment that positioned them within a broader cultural celebration. That spot helped them stand out in the competitive cocktail space, and they exceeded their financial goals for the month immediately following the segment.
Similarly, Playlab Beauty was approached by KCAL to participate in a story about how the tariffs would impact the beauty industry. Instead of simply providing commentary or highlighting their best-selling products, they used the opportunity to spotlight how tariffs are impacting the beauty industry. By tying their story to a timely, newsworthy issue, they elevated their message and positioned themselves as a thought leader in their space.
Broadcast segments like these offer more than just exposure; they are a chance to solidify your brand’s credibility, increase your visibility and connect with a broader audience. By aligning your messaging with current trends or cultural moments, your business can build long-term credibility and establish a more profound relationship with consumers.
Shortcut To Attention In An Algorithm World
One of the biggest advantages of broadcast is that you don’t need to hack the algorithm to get in front of your audience. Unlike digital platforms, where timing, format and even soundtracks can determine success, TV gives businesses a clear, curated path to visibility.
When you appear on local news or lifestyle programming, you’re placed in front of a built-in audience that’s already tuned in and paying attention. If you time your segment right, whether it’s around a cultural moment, holiday or community event, you can generate meaningful exposure without needing to “go viral.”
Even better: Today’s TV isn’t limited to one screen. Most stations repurpose their segments across digital platforms like Instagram, Facebook, YouTube and TikTok. That means your story has the potential to travel far beyond the morning broadcast, reaching new audiences online with the added credibility of a news logo or anchor voice attached. In fact, nearly half of U.S. adults (54%) now say they get their news from social media “often” or “sometimes,” according to Pew Research, so when your broadcast clip gets shared on those channels, it taps into the very platforms many businesses are chasing in the first place but with the added weight of journalistic authority.
In short, when done right, a few minutes on air can have the reach and resonance of a much larger campaign, minus the mystery of the algorithm.
How To Make Broadcast Work For You
So, how do you make those few minutes on air count? Here are three ways to turn a single segment into a lasting brand boost:
Make It Visual
TV is a visual medium, so your segment needs to look as good as it sounds. Showcasing colorful packaging, hands-on demos or styled setups can elevate your presence and make your brand memorable. Even service-based businesses can benefit from behind-the-scenes footage, props or B-roll of your team in action.
Keep It Simple And Repeatable
Remember that viewers are often half-listening while making breakfast or corralling kids. Speak in soundbites, keep your messaging tight and make sure your business name and key value prop are repeated clearly. The goal is to be memorable in a moment.
Prep For Post-Segment Success
Your TV moment shouldn’t end when the cameras stop rolling. Share the segment on your website and social media platforms. Tag the station and anchors. Clips from your appearance can also double as credibility builders when pitching retailers, partners or future media outlets.
Broadcast may be a traditional medium, but it delivers something every small business needs: visibility and credibility. In a world chasing clicks, a few minutes on air can build the kind of lasting trust that no trend ever could.
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